Marketing and Business Operations (10 cr)

Evaluation scale

H-5

Content scheduling

Defining Marketing and the Marketing process
Analyzing the Marketing Environment
Managing Marketing information to gain customer insights
Consumer Markets and Buyer Behavior
Products, Services and Brands. Building Customer Value
Pricing: understanding and capturing customer value
Marketing Channels and Supply Chain Management

Objective

This study unit will provide the students with foundation on how the business environment operates. Upon completion of this course, the students will be able to apply their knowledge in business and working life.

Content

Foundation of marketing and market analysis:
- Developing Marketing Strategies and Plans
- Analyzing Consumer Markets
- Identifying Market Segments and Targets
- Setting Product Strategy
- Developing Pricing Strategies and Programs
- Identifying key elements Integrated Marketing Communications
- Managing Mass Communications: Advertising, Sales Promotion and Internet

Materials

Course book:
Principles of Marketing, Global edition (2021). Kotler P., Amstrong G., 18th edition. Pearson Education. Available as an eBook on FINNA via the VLebooks database.

Teaching methods

Online implementation

Exam schedules

This course is based on completion of assignments and therefore there is no exam.

International connections

Independent studies, flipped learning, case study analysis, online live team discussions, and project based learning.

Completion alternatives

To be discussed with the course leader, ideally before the start of the course

Student workload

30 hours: preparing and attending study team meetings and all group meetings
180 hours: studying course materials
50 hours: Study team assignments
20 hours:individual assignments
50 hours: study team discussions